Creating societal trust through communication to legitimize social entrepreneurship in Russia

Abstract

Social entrepreneurs who set themselves both social and economic goals are the actors who may try to create and develop new business models in the areas of state and market failures. Trust plays a crucial role in this concept. People mostly judge social entrepreneurs by their intentions instead of judging by the social effects brought by their entrepreneurial activities. This is a very relevant challenge, as Social Entrepreneurs are usually characterized by a higher level of trust that comes from the different goals they have in finding solutions for society. This contribution about Creating Societal Trust through Communication to Legitimize Social Entrepreneurship in Russia is a role-model concept.